Hyundai Genesis Gets the DUB Treatment

It was only a matter of time before a top-tier tuner opened up its tool kit and sparked the welding torches to remake Hyundai’s new luxury-sport sedan.

DUB, a name synonymous with all that’s automotively cool, didn’t just transform the new Genesis from stylish luxury four-door to a sled with street cred, but rather modified two Geneses simultaneously.

And why not? When in a dark, foreboding mood there’s Genesis black, or when feeling angelic there’s the all-white Miami Vice edition.

While visible updates to both cars’ body work are minimal (they didn’t even replace either cars’ grille with something customized), with only wagon-wheel sized rims being added and deep, rich coats of paint swathed on, the interiors remind of a long night of partying in a grad limo. The white and black theme continues inside, with diamond-patterned white stitching for the black seat inserts and white bolsters and headrests. If this can’t get you back into action after a long day at the office, nothing can.

The stereo’s kickin’ too, and the fact that DUB didn’t wait for the Genesis Coupe and jumped right onto the new four-door is sign enough that Hyundai is on to something with its new lineup of entry-level luxury cars.

Remember, Chrysler’s 300C turned a rather forgettable brand into one of the hottest names in the industry, and while the timing for launching a large, rear-drive luxury car might not be quite as good now as it was then, attracting high-caliber tuners to the fold will certainly boost the Korean brand’s image.